Creative Corner: Next Generation Adtech and Martech

Yesterday I attended the ‘Next Generation Adtech and Martech’ conference at the Science Museum. It was a good day with lots of interesting solutions on show, with many claiming to have the magic dust within their technologies to solve some of the key advertising and marketing challenges. Unfortunately, the one thing that stood out was the fact that this morning having digested the presentations along with my morning coffee, very few of the propositions stand out from one another. However, the only one that truly stands out does so because the presentation showcased how to use technology creatively to solve a problem. And Steve Richards from Mofilm – MOFILM inspires film-makers to create videos for big brands and social causes – managed this in seven minutes to an audience of 150 people who’d just been told by a previous speaker that consumers hated video advertising! So here’s my rallying call to the advertising and marketing techies out there, now’s the time for you to be more creative when you tell your story. And most importantly, you need to make people care enough about your story that they’ll want to share it with others.